Camp Kesem at UC Davis aims to increase awareness and volunteer recruitment through a social media campaign. They will create consistent posts on Instagram, Twitter and Facebook using hashtags like #FeatureFridays and #MemoryMonday to share stories and photos. A contest will encourage followers to tag friends who may be interested in volunteering. Word-of-mouth tactics like wearing Kesem shirts on campus and holding information sessions will also spread awareness about the camp and upcoming fundraising events for children whose parents have cancer. The social media campaign timeline runs from now until the 2016 camp session to promote, fundraise and recruit more volunteers.

1. COMMUNICATION PLAN: CAMP KESEM(UC Davis Chapter)
A NONPROFIT ORGANIZATION
Background:
- Kesemiswell knownnationally,butnotwell knownonthe UCDaviscampus.Locallythere is
a Kesemchapterestablishedatthe Universitythatprimarilyreliesonthe volunteeringof
college studentstoruntheircampsoverthe summer.Inthisplan,we have createda way
for the local chapterto gain more exposure andattractmore volunteerssothatmore
camperscan be easilyaccommodated,therebyachievingthe Kesemmissionof aiding
childrenwhose parentshave beenafflictedwithcancer.
1. History of KeseminDavis:
i. Locally(Davis,CA):The UC DavisCamp Kesemchapterwasestablishedin2004
and wasthe 7th
chapter to opennationally.
2. ImportIssue KesemAddresses:There are over1.7millioncasesof cancereach yearin
the UnitedStatesalone,andwiththat said,there are more than 3 millionkidswhohave
some parentor familymemberwithsuchdisease.One studyfromthe Journalof the
Psychological,Socialand BehavioralDimensionsof Cancer,writtenbyBenEdwardsand
Valerie Clarke,foundthatlovedoneswhohadfamilymemberswithcancercan suffer
sociological problemssuchasdepressionandanxiety. CampKesemisthe only camp
both nationallyand inDavis, CA that focus on childrenwhose parents have been
diagnosedwith cancer.
3. Who BenefitsfromKesem:
i. Service toCommunity:CampKesemprovidesandonce ina lifetime camp
experience tothousands of childreneachyearacrossthe county.Childreninthe
local Davisarea are giventhe chance to be kidsagain.
ii. IndividualsWhoBenefit: There are manywhobenefitfromthe servicesCamp
Kesembringstothe community.First andforemostthe childrenbenefit
tremendously,astheyare the primaryfocusof the entire organization.Camp
Kesemprovidesemotional support,friendships,andlifelongmemoriestothese
children.Theyare giventhe opportunitytobe kidsagainand nothave to worry
aboutthe stress cancerbringsto theirfamily. While kidsare at camp,parents
and/orfamilymemberscanfocusonmany importantandseriouseffectsof

2. cancer, suchas financial responsibilitiesandtreatmentoptions.Animportant
thirdparty, the UC Daviscollege students,alsobenefitfromCampKesem. These
studentsendupbecomingleaders,developinginvaluable leadershipskills.They
are able toleave a lastingimpactonthese children’s’lives,aswell aslearnmore
aboutleadershipandcounseling.
4. Performance indicators:(Note:“Campers”referstoonlychildren,notcampleaders)
i. Locally:DavisChapter(Numberof campersonlyfoundfor2 consecutive years)
● 2014: 110-120 campers
● 2015: 142 campers
 Here we see an increase inthe amountof campers whichmeansmore
volunteersare neededinordertocontinue toprovide the level of quality
that Kesemstrivesfor.
5. The Competition:There are manyorganizationsthatrepresentchildrenwithcancer,or
bothchildrenandfamilymemberswithcancer,butnone locallyinDavis,California.
Therefore,Kesemisthe onlycampinthisarea, socompetitorsinthe area isnot an
issue.Nationally,the followingare Kesem’sbiggestcompetitors:
● Camp Harmony:AnorganizationlocatedinMalibu,Cathat also
provideskidswithafunand memorable campexperience.Camp
Harmonyis not focusedonchildrenwhose parentsare afflictedby
cancer, butrather focusedonprovidingimpoverishedchildrenacamp
experience.Smallerorganization(only1chapter) andconsistsof only
700 campers.Fundraisingscale isverysmall.
● Camp RonaldMcDonaldfor GoodTimes: The organizationprovidesa
large scale,fun,camp experience forBOTHchildrenandparents
affectedbycancer.Organizationisover10 timeslargerthan Camp
Kesem,withover30,000 campersand numeroussponsors.
● Children'sTreehouse Foundation: The onlyotherorganizationthatwe
were able tofindthat focusesonchildrenwhohave parentsafflictedby
cancer is in Denver,Colorado. Thisisamuch smallerorganizationand
DOES NOT provide acamp experience forchildren.The type of training
theyprovide volunteerswithenablesthemtoprofessionallysupport
and emotional consultthe children.
External or Public Environment:
1. Local & National Perception: Fromourresearch,CampKesemata national level iswell
knownandis giventremendousamountof praise forthe time anddedicationthey
provide towardschildren.Howeveratthe local level here inDavis,manystudentsknow
verylittle aboutthe organizationandwhatitaimsto do.
i. Grassrootsorganization? – NO
ii. Credible?–YES
2. Camp Kesem&The Media (UC DavisChapter): Locally,the onlycoverage hascome
fromthe Aggie Newspaperandthe DavisEnterprise,alocal Davisnewspaper.
Campaign/Organizational Goals
1. The ultimate goal of Kesem istoraise moneyandawarenesstofundcamp experiencesfor
childrenaffectedbycancerstrickenparents.Achievingtheirgoal will supportchildrenthrough

3. the tough timesbyprovidingstudentleadersasa source of emotional support,role models,and
compassion;aswell ascamp activitiesasa source of entertainmentandfunmemories.Camp
Kesemwantstobe perceivedasan excitingplace where kidscanbe kidswithoutthe external
stressesof cancer,as well asa place of comfortina supportive community.
Communication Objectives and Target Audience:
1. The ultimate communicationobjective istouse social mediaasa resource thatspreads
awarenessaboutCampKesemtothe large UC Davisstudentbodytogainmore volunteersfor
the camp. The use of social mediawouldspreadawarenessthroughmediaplatformsaswell as
wordof mouthfromthose alreadyinvolvedinthe organizationandthose whoare justjoining
the organization.CampKesemwilluse social mediaasa wayof reachingthistargetaudience of
the UC Davisstudentbodytoencourage student volunteeringandpromotingthe Camp’s
benefits.
- How will we measure the success?Successwill be measuredbyfollowingthe growthof the
camps social mediapagesthroughlikes,shares,interactionsandmessages. A recordingof
the numberof volunteerapplicationsinpastyearswill be comparedwiththe recordingof
howmany volunteerapplicationsare receivedthiscomingyearforcampas well as
comparingthe numbersof past volunteerstothiscomingyear’svolunteernumbers.
2. “A” List Audiences: We want to reachand influence the studentsatUC Daviswhoare willingto
volunteertheirsummer,promote CampKesem, and/orgive theirtime tohelpraise funds fora
successful camp.Studentscanbe reachedbyutilizingKesem'ssocial mediaresourcesto
increase the visibilityof the organizationoncampusinordertogain more volunteers. Camp
Kesemhasthe social mediaoutletsof Twitter,Facebook,andInstagramtoeffectivelyreachthe
studentbody,butdoesnotutilize themtotheirfull potential.Usingtheirsocial mediaplatforms
wouldincrease awarenessaboutCampKesemandcouldincrease the exposure thatCamp
Kesemhasbeentryingtoachieve.
Key Messages:
1. Kesemcurrentlyworkswiththe slogan“Hate Cancer,Love Kids?”whenitcomestothem
raisingmoneyfortheirfundraisersandtheirownpersonalself-promotionof events,which
isan excellentstartinghook.Specificwordstokeepinmindtocapture the message of
Kesemis“camp” “place”“kids”“happiness”.Kesemneedstoincorporate the catchy“Hate
Cancer,Love Kids?Come to CampKesem”ontobumperstickers,postersaroundcampus,
and on theirsocial mediasites.Onabumperstickerthe words“Hate Cancer,Love Kids?”
can be the largertop line,with“Come toCampKesem”onthe bottom.Whereasfora
poster,the wordingof “Come to CampKesem”shouldbe changedto“Donate to Camp
Kesem”or“Senda ChildtoCamp”.
Strategy and Tactics:
1. Social MediaCampaign:
● Camp KesemUCDavismust make theirInstagramaccountpublic.
● Create a hashtag onInstagramcalled#FeatureFridaysinwhichKesempostsapicture of
a current volunteerwhohave gone tocamp and theirshorttestimonial of theirtime
volunteeringatcamp. Linkthispost and the hashtagto Twitterto reachthe larger
audience.

4. ● #WhyCKWedneday:PostsfrompastandcurrentstudentleadersdetailingwhyKesem
meansso muchto them.
● #MemoryMonday:Posta picture of yourfavorite campmemoryand tag @ckucdavis
● Once a monthholda Instagramcontestinwhichtheyask followerto“Tag a Friendso
youcan win!”andgive awayCamp Kesemswaglike tanktops,t-shirts,sunglasses,ora
giftcard to a local fundraiserrestaurant(Cultive,Raja’s,Chipotle)The rulesof the Tag a
Friendcompetitionisthatyouhave to tag a friendwhotheythinkwouldbe agreat fitto
volunteerforCampKesem
● On Sundays,the student leadersneed topostaboutupcomingfundraiserstoraise
awarenessof the eventsandencourage alarge attendance.
● ALL hashtagsand the Instagramneedto be linkedtothe TwitterandFacebookaccount
to ensure maximumexposure.
2. Word of Mouth
● KesemFridaysoncampus:StudentleadersweartheirKesemshirtsaroundcampus,tothe gym,
aroundDavis,etc.,in orderto spreadawarenessaboutthe camp.
● Tablinginthe Quad: Setup a table withstudentleaderstoanswerquestionsstudentsmayhave.
Thisis alsoa way forstudentstoadvertise upcomingfundraisersforthe campand inform
studentsof deadlinestosign upto applyto be a KesemCounselor.
● VolunteerMeetings:Once amonth,beginninginOctober.Give prospectivestudents
informationaboutcamp,whatcamp entails,andimportantdatestoremember(whentoapply
to be a volunteer,whenvolunteerswill be chosen,fundraiserdates,campdates)
*These are some ideasonbehalf of ourownvisionforhow the camp can expand,yetKesemisnot
limitedtothese ideasalone.There are manymore optionsKesemcanexplore tofurtherexpand.
Tactics:
● Timingisessential:Theyhave fromone yearfromthe endof the current2015 sessionto
promote to raise fundsforthe 2016 session.
● PublicImage isKey:Instagrampostsmustbe consistentandeasytofind.Therefore,Kesem
needsahard copy of theirstrategicsocial mediaplansinorderto remainconsistentwiththeir
posts.
○ Continuingwithmaintainacleanpublicimage,Kesemshouldrequirethatall
volunteersof KesemkeeptheirInstagramsandFacebooksprivate inorder tominimize
the potential fora scandal of any kindinvolvingthe private actionsof acamp counselor.
● We’ve createdthe followingtimelinetobetterillustrate whenwe wanttoimplementthissocial
mediacampaigninorderto achieve the greatestresults.